Finery London opens London pop-up

Finery London, the new online womenswear brand co-founded by former Asos fashion director and Topshop buying director Caren Downie, has opened up a pop-up fitting room on Monmouth Street, Seven Dials.

Located in Covent Garden, the concept store holds a full size range of each item in the collection and allows customers to view the collection and try on the brand for size before they buy, as they understand that sometimes shoppers wish to “try before they buy”.

The store will also offer shoppers expert styling advice from one of its team who know the collection, as well as a comfortable retail experience and complimentary coffee.

Retail prices range from 15 pounds for a striped d-ring belt, jersey T-shirt or pair of earrings to 295 pounds for a leather coat. The pop-up will only be open to the public for a limited time until February 23.

Finery London is backed by Global Fashion Group, a global fashion e-commerce group, and Downie founded the brand with former Topshop design director Emma Farrow, who is head of design, and Rachel Morgans who was previously at Asos is the brand’s head of buying.